Examine the Consumers’ Choice Criteria in Mobile Phone Market, by Studying Factors That Influence Buyer Behavior in the Acquisition of New Mobile Phones.

Topics: Mobile phone, Mobile network operator, Decision making software Pages: 66 (11889 words) Published: April 3, 2013

The undersigned certifies that he has read and hereby recommends for the acceptance by the University of Dar Es Salaam a Dissertation entitled “influencing Factors on the Choice of Mobile Phones in Tanzania: The Case Study College Students in Dar es Salaam” in partial fulfillment of the requirements for the Degree of Master of Business Administration (Marketing) of the University of Dar Es Salaam.

Dr. O. K. Mbura

Date ________________


I, Tibely Mulunza, do declare that this dissertation is my own original work and it has not been presented and will not be presented to any other University for a similar or any other degree award

Signature ----------------------------

Date ----------------------------


I wish to acknowledge with sincere gratitude the advice, comments, assistance and encouragement I received from many people in the process of composing this dissertation. In particular, special thanks and appreciation go to my supervisor Dr. O.K. Mbura under whose guidance, patience and genuine criticism, my effort has resulted into fruitful work. He accorded me to relevant information and guidance at each stage of the research process. Special thanks are due to my parents, Mr. and Mrs. Mulunza, my beloved sisters Doreen, Jack, Matrona and Olympia together with my nephew Gladys for their tireless support, and encouragement during my period of study.

My friends and fellow MBA students have been hand in hand with me whenever I needed them to share with me their experience which paved me the path for the successful completion of this research work. To these and others whom I did not mention their names, I appreciated for their immense help at diverse capacities.

Finally, I would like to stress that all shortcomings of this work however, remain solely mine and should in no way be ascribed to any of the above acknowledged persons.


This Dissertation is solely dedicated to my parents, and sisters.

ABSTRACT The objective of this study was to examine consumer buying behavior of mobile phones and to investigate the reasons underlying mobile phone choice. Three research questions and hypotheses were operationalized in this study namely; Price does not influence consumer choice to acquire new phone Models; Brand name does not influence consumer choice to acquire new phone, and Mobile Phone features do not influence consumer choice in the purchase of new mobile phones

A descriptive research design was employed to address the above objectives collecting data from a sample of 100 respondents through the use of semi-structured questionnaire. Hypotheses raised in the study were tested by using non-parametric tests, particularly chi-square tests.

The study found strong evidence that although mobile phones are developing at a rapid pace closer to personal digital assistants (PDAs), many consumers tend to be unaware of the properties and services the new models in the market contain. It also found out that most consumers are of preference to the mobile phone brands which were the first to be introduced in the market and those are the ones which are given more likelihood of purchase.

Further research is needed to leverage the findings and provide better and more in-depth implications for both theory and practice. In the future with the use of a longitudinal study it might be possible to get a broader and deeper picture of the phenomenon under scrutiny.


1.1 Background Information3
1.2 Consumer Characteristics5
1.3 Statement of the Research Problem6
1.4 Research Objectives8

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